The Post Office scandal & the importance of ethics in crisis comms

The Post Office story is important in many ways, but one area that seems of particular note is that it’s a ‘good old fashioned’ scandal.

For ‘old fashioned’ read: ‘ordinary’, hard working folks hoodwinked; clear line to cover ups at the highest levels; important people’s fall from grace; major investigation where everything comes out; compensation ultimately - hopefully! - received; no global crisis initiated.

The reason it is of professional interest is that pre 2015 - aka the ‘olden days’ - things seemed clearer. The blurring of all the lines in a ‘how-the-hell-did-we-get-into-this-mess?’ fashion, were still (albeit starting their descent) still fairly straightforward when it came to crisis comms.

So, from a purely technical PR perspective, what has happened with the Post Office has seen a number of areas of debate resurface about the role of PR and, in particular, how important ethical and meaningful crisis communication can be when used properly.

A key role of PR in the story (so far)

This article in The Guardian, for example outlines how the Post Office PR boss at the time had what was ‘a press release’, or at least not a disclosure document, drawn up. As was heard in the testimony this week, this was in support of ‘crafting a message’ to be used pretty much as a global position.

This is widely been condemned as a fail.

The rider here is that so much about communication on ALL levels, from the micro-personal to the major corporate where hindsight is, quite frankly, often The Only Teacher. This is because (sigh) experience is often also The Only Learning.

There are, of course, many helpful rules to follow in a crisis, but each organisation, set of circumstances and - most importantly - human beings involved come with an epic bag of ‘stuff’ to unpack in real time and at speed.

And this most traditional of scandals at the Post Office has once again shown us that there is one thing that will hold you firm - your ethics.

Understanding your ethics

Any business (and I mean any) can experience a reputational blow. It usually comes from a place you don’t expect it at a time that is especially bad and in a way that climbs into the pit of your stomach and makes a home.

However, getting under the skin of the organisation, C-Suite down, can majorly help you understand yourself in your weakest moments - and, crucially, bounce back.

Which is why ensuring you have done The Work and repeated it regularly is essential for a healthy, transparent and successful relationship building exercise when times are good and bad.

Tips for crisis communication planning: The Ethical Edition

When we discuss reputation, we are essentially talking about ‘trust and credibility’ and nowadays these are much more open to public scrutiny and interpretation.

As with everything in communication, preparedness is key, so here are several ways to gain insights into your ethical stance and help you and your business stand firm in even the stormiest of weather:

1)    Review codes of conduct and ethical guidelines

• Examine your official documents, such as code of conduct, mission statement, and ethical guidelines. These provide insights into the values the organisation upholds and its commitment to ethical behaviour

2)    Interview key stakeholders

• Conduct interviews with key stakeholders, including executives, employees, and customers. Seek their perspectives on the organisation's values and ethical principles, especially in challenging situations like a reputation crisis.

3)    Analyse your past behaviours and actions

• Review how the organisation has handled reputation crises in the past. Assess whether actions align with ethical principles, transparency, and accountability. Consistent adherence to ethical practices can indicate a strong commitment to them.

4)    Examine existing communication strategies

• Evaluate communication strategies. Ethical organisations tend to prioritise transparency, honesty, and taking responsibility for their actions. Assess whether their communications align with these principles and create/update everything that does not, including your crisis comms plan.

5)    Access leadership statements

• Evaluate statements made by leaders. Leaders who emphasise ethical considerations, express genuine remorse, and outline corrective actions are likely to prioritise ethical behaviour

6)    Benchmark against industry standards

• Compare the organisation's response to reputation crises with industry standards and best practices. Ethical organisations often strive to meet or exceed these standards, demonstrating a commitment to responsible business conduct

7)    Engage with Corporate Social Responsibility (CSR) initiatives

• Evaluate the organisation's involvement in CSR initiatives. Companies committed to ethical practices often engage in activities that contribute positively to society, reflecting a broader commitment to ethical behaviour

8)    Monitor employee satisfaction and ethics training

• Assess employee satisfaction and engagement levels. Ethical organisations often invest in ethics training and foster a positive workplace culture. Satisfied employees are more likely to work for an organisation that aligns with their values

9)    Seek external reviews and rating

• Look for external reviews, ratings, and assessments by third-party organisations that evaluate corporate ethics. These evaluations can provide an independent perspective on an organisation's ethical standing

10) Engage with social media and sentiment

• Monitor social media and public sentiments. Assess how the organisation responds to criticism and feedback. A commitment to ethical behaviour is often reflected in a genuine effort to address concerns and improve

If you would like to discuss creating a strong and effective media approach based on deeper understanding of your ethics and values to help you make an even more positive impact, please do contact me on sarah@ricepr.co.uk.